AMAL urges blood donation during Ramadan as reserves fall
The AMAL Association said its Ramadan 2026 awareness campaign aimed to draw attention to a recurring decline in blood donations during the holy month, when hospital needs remain steady and patients requiring regular transfusions continue to depend on available supplies.
The campaign was developed with agency The Next Clic and tied its message to the social and spiritual rhythms of Ramadan. AMAL sought to show that lower blood reserves are not an abstract issue, but a direct threat to leukemia patients and others whose treatment depends on uninterrupted access to transfusions.
The association said donations usually drop during Ramadan because daily routines change, fatigue increases and fasting reshapes priorities. Yet demand for blood does not ease. For patients with leukemia, each donation can help sustain essential care and treatment.
To make the issue more visible, AMAL focused on two moments strongly linked to Ramadan life, evening outings after ftour and Tarawih prayers. The campaign was designed to place blood donation within familiar acts of solidarity and shared responsibility.
One part of the campaign, called “Red After Ftour,” used the style of nightlife promotions to catch attention. Messages shared through outdoor advertising, social media and radio carried an intentionally ambiguous tone and included the phrase “forbidden to those under 18.” The reveal came later: the campaign was not promoting an event, but calling on eligible adults to donate blood after breaking the fast. The age reference pointed to the legal restriction that prevents minors from donating.
AMAL also carried out a second awareness effort near mosques during Tarawih prayers. That initiative placed blood donation in a spiritual frame aligned with the values of compassion, generosity and responsibility toward others that are closely associated with Ramadan.
The association distributed prayer beads redesigned in a symbolic red color and paired them with awareness messages built around a Quranic verse about saving lives. Through that gesture, AMAL said blood donation should also be seen as an act consistent with the spirit of Ramadan and the duty to support vulnerable patients.
Although the campaign responded to pressure on blood supplies during the holy month, AMAL said the issue extends far beyond a seasonal shortage. The association called for sustained public engagement to strengthen reserves over time and better protect patients whose survival depends on continued access to blood products.
AMAL said it continues to support leukemia patients and their families in Morocco while raising public awareness about blood donation and patient care. The Next Clic described its role as building culturally resonant campaigns that use creativity to spark reflection and encourage change.
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